To designers and writers of all shapes, sizes and experience in Sydney and beyond. We need you…

If you are a great thinker, an inspiring individual, have an eye (and ear) for beautiful things and are an awesome person to be around then please get in touch.

Send your work to colin@re-sydney.co

See you soon


Australian Cancer Research Foundation


Cancer Research’s unmitigated purpose is to end cancer.
The new identity highlights the insight that ending cancer will effectively end Cancer Research. Bold statements call out the end of cancer and the organisation in contextually relevant ways.

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A custom typeface was developed by Mathieu Reguer to reflect Cancer Research’s progress towards its goal. Characters of varying weights represent how some cancers are close to disappearing, while others remain all too visible.


By confronting a serious subject matter with a positive and achievable vision, the identity gives people an incredibly compelling reason to donate: That every dollar raised gets us closer to a world without cancer.


ACRF_9_STATEMENTSACRF_factsheets ACRF_BusCards_Grey_v2ACRF_PencilsPrintACRF_AdShell_02.1ACRF_Illustration_Liv_group


If you’d like to support ACRF check out their website home.cancerresearch
Created by M&C Saatchi & Make

AWARD Awards

AWARD Awards

AWARD awards. It’s the acronym that has everyone talking. The Australasian Writers and Art Directors Association awards (just go with it) is billed as the region’s single most important awards show. Now in its 36th year, this night of nights brings together the finest creative work from New Zealand, South East Asia and Australia across a range of disciplines.

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With four nominations in the design category, we were lucky enough to snag tickets to the ceremony at Sydney’s Town Hall to rub shoulders with our advertising and design contemporaries.

And we didn’t go home disappointed.

Our IAG Reconciliation Action Plan received a Bronze Medal in Brochure and Catalogue. Our brand identity for Ridley received a Bronze Medal in Large Identity and Application. And to top it off, our Guide to The Ballsies took home a Silver Medal in Writing For Design.

Congratulations to all the winners and thanks AWARD for a great night out.




NY TDC IAG Reconciliation plan


A few weeks back we heard the great news our IAG Reconciliation Plan had picked up another gong, this time from New York Type Directors Club. The RAP picked up a Certificate of Typographic Excellence adding to a growing list of awards and its first for 2015.

The RAP is a commitment to recognise and solve inequality between Indigenous and non-Indigenous Australians. The report demonstrated their intentions to stakeholders, staff and partners, whilst reinforcing their core values of respect and equality.

Thanks to TDC and congrats to the other winners.

Has the logo had its day?


Last week our Managing Director Patrick Guerrera was featured on Mumbrella discussing the future of the humble logo and corporate guidelines. And whether clients should be less concerned about corporate logos and more focussed on the multiple touchpoints they need to service. The whole article is below:

In a world where personal brands, social media and an absolute plethora of content stretches into every waking moment of our lives, what role does a logo play in contemporary branding?

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There are simple answers: the ongoing interdependence between corporate reputation and corporate brand is always a consideration. The logo is the trust mark that symbolises the heritage and history of an organisation and its people to all their stakeholders, not just their customers. This symbol is a living artefact and signature of the organisation, its past and all its aspirations.

But brands have never been more dynamic – they are moving and evolving before our eyes everyday. Channel-agnostic brand platforms are built and designed to stretch across a multitude of touch points and expressions – eagerly focused on delivering a truly differentiated “experience” for consumers, anytime and anywhere.

So yes, an organisation’s logo or brand mark will continue to be the final distillation of all the brand’s attributes – the “signature” of a brand.

Why? Because in contemporary marketing logos are the ultimate corporate arrogance. As millennials take their place as the great arbiters and influencers of consumer preference and sentiment, they are judging and shaping brands in real time. They embrace brands that are active and meaningful to them. By meaningful I mean enabling – helping them shape their future state.

So brands can no longer afford to be overtly single-minded. They must be able to engage and sustain a whole range of different customer relationships. In a recent Harvard Business Review article Avery, Fournier & Wittenbraker (2014) introduce the challenge of relational intelligence to readers, suggesting companies “don’t understand how many different kinds of relationships customers can have with brands, nor do they know how to reinforce or change those connections”.

For us at Re we found this incredibly relevant and interesting because it echoes the challenges our clients face everyday. Apart from the ongoing repercussions of the shared economy on branding, we believe the construct of relational intelligence, is a significant lens to consider when embarking on any type of rebranding program. Sure, it is the intersection of CRM and brand, but this is what makes it so interesting.

Avery, Fournier & Wittenbraker (HBR, 2014) outline 6 types of brand-customer relationships:


Each are illustrated with some poignant examples, such as:

“A team of Harley-Davidson employees, all motorcycle enthusiasts, spent time on the road with customers to develop the kind of intimacy that could cement Harley’s status as a best friend.”

As brand practitioners, the danger here is not to over-simplify these insights as just simple communications tasks – that is, just targeting communications to different relational typologies. This is about ensuring that the brand strategy and its expression is flexible and broad enough, to connect and support the expectations of any of these typologies. This provides a significant lens for attribution definition as well as brand design, experience and communication.

So maybe it’s not just the logo that is dead, maybe it’s the traditional corporate brand systems that are often governed within an inch of their lives?

So is the logo really dead? Well no. We will always use logo’s because they are the ultimate identifier of an organisation.

However, singular static corporate brand systems are now irrelevant. What replaces them is dynamic and living design systems that can flex and stretch and build experiences across a broad range of customer typologies and channels.

This is why life in a branding agency has never been more exciting – we are constantly evolving and revitalizing the brands we create to ensure they are constantly compelling and relevant to the consumer. So the logo might be here to stay … but the corporate guideline document should go the way of the Dodo!

AGDA Biennale 2014


What do you get if you mix 10 designers, three nights in Hobart and an awards show? An amazing weekend…or a misguided cake recipe. You choose.

This year the Australian Design Biennale was held in Tasmania, bringing designers from far and wide to the beautiful city of Hobart. The weekend long event of talks, trips to MONA and drinks culminated in the AGDA Design Awards held at Peppermint Bay, a 45 minute ferry trip away.

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With 13 nominations across several categories, we felt it only right to send a few of our hard working folk away for the weekend to sample the Tasmanian lifestyle. The awards night didn’t disappoint. We picked up 3 Distinctions, two for Shanghai Biennale in Brochure and Poster design and another for Writing for Design for Optus. Even better, we received a Pinnacle for our Steve Li business cards. A fantastic way to end our weekend.

Thanks to AGDA for a great weekend and congratulations to all the other winners.




Create awards


Last week we attended the Desktop Magazine Create Awards. These annual awards celebrate some of Australia’s best work across numerous categories.

Our Managing Director Patrick Guerrera and designer Alex Creamer took the trip down to Melbs to represent RE and hopefully come back with a bit of metal.

And by jove we did! Our work for the IAG Reconciliation Action Plan picked up Best Commercial Print Job, and our Optus rebrand was awarded Best Brand Identity and even better Project of the Year. Our expectations and baggage allowance were certainly exceeded.

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Re_CreateAwardsThe Project of the Year award was given to us by the talented Andrew Ashton who had these kind words to say about the project.

“I have been asked by the niche team to introduce the Create the project of the year, I also want say a few words about the judging.

A few years from now you may be inclined to understand the communication design work made locally and you will realise, as I have, that Australia offers it’s communication designers and artists few spaces to showcase work that is of a time. Thank you to Niche and Desktop for being one of the few.

I have been lucky enough to have served on many awards panels, very few I walked away feeling uplifted. I must credit this spirit of curiosity, quality, rigour with a dash of generosity to my fellow panelists Michaela Webb from Round studios, Anita Riley from Seasaw and Che Douglas to be something great in New York.

Whether your project is tonight’s overall winner, or a finalist, in my opinion all the work and efforts recognised are special and worthy of being a part of history.

Congratulations to all the selected projects, your delivery beyond the brief is clear.

Now for project of the year.

This project was selected because of it’s special collaboration between client and studio. A special client (one of Australia’s most visible companies) developed a unique a brand identity brief, which truly showcases the potential that great design communication can offer by connecting with one of Australia’s biggest and diverse audiences. A studio who responded with a comprehensive creative package – from the fun and detailed custom font, to the desirable and distinctive mascot to be skinned on trams in Melbourne, corporate reports, phone bills to retail shopping bags. This project and process allowed an exciting retail brand identity, created by a special Australian studio, to be one of this region’s recent triumphs in brand creative and identity rollout.

Congratulations and welcome 2014′s Create Awards – Project of the year — the Optus Retail Brand Identity and Campaign by RE Sydney.”

Thanks to Andrew and everyone at Create Awards.